There are a lot of new players in the music streaming including the new giant on the block Apple. In an attempt to keep both ad producers and listeners happy Pandora is trying out a new ad technique.

Tech Crunch reports that Pandora is launching “Sponsored Listening”. In exchange for listening to a 30 sec-2.5 minute ad at the beginning of your time on Pandora, you get a full hour of uninterrupted music. Pandora is not the only media company to use this idea. Hulu has also experimented with this type of sponsored ad.